Rashid designed the lounge area of HP’s exhibition booth, which was produced using hardware and software from the modular HP digital wallcovering range.
The range includes front-end software, media, printing and finishing options, including the HP WallArt Solution software that was launched at the show with a one-year free trial offer.
Rashid said: "The HP Heimtextil booth acts as a portal to the digital world. To highlight HP’s digital printing capabilities, patterns are applied to a wide array of mediums. This creates an immersive and functional space without looking like a catalogue."
HP marketing director of sign and display Joan Pérez Pericot said: "We are very proud to be collaborating with Rashid to demonstrate HP’s digital printing possibilities.
"The trend is about differentiation with unique design, from decoration customised around a brand image to personalised design reflecting individual tastes.
"With HP technology, inspiration, differentiation and uniqueness become a reality from one-off customised designs to short-runs in exclusive design reproductions."
